Over on the ukbloggers-discuss mailing list at Yahoo Groups, we’ve been having a discussion about advertising, prompted by Tom Coates asking, “Did we ever come to any conclusions about the appropriateness of advertising?” in the context of blogging. In essence we’re saying that blogging is personal and, if you decide that your audience will accept advertising, what does this mean and how will it work for a blog?
I started quite open to the concept,
I believe advertising is a compromise. Are you comfortable with a reader questioning your independence? I know it’s a very grand term but, nonetheless, it’s at the heart of the advertising debate. It may not matter to the vast majority of readers but it could (should?) to some. I don’t think anybody but me cares about my independence but it is the reason why I wouldn’t want any advertising on my blog.
But is it that simple? Blogging generally costs something – hosting, bandwidth, time and effort. Should a blogger be entitled to get a little something back? I don’t think advertising is a bad thing on blogs,
When typing my previous post I was being very careful not to say that I felt the acceptance of advertising is inappropriate (because I don’t think it is) but I do believe that while it shouldn’t change what you do or what you say, it may very well change the way you are read. And for some people, that’s a consideration (admittedly, probably not for many).
Or am I putting an undue emphasis on editorial independence for bloggers? Perhaps I am. Is it a silly notion to (try to) apply to weblogs in all their forms?
But then Tom introduced me to projectblog.com, a site aimed at recruiting bloggers with reasonable audiences “who would be willing to help advance their marketing efforts”, and introduced the concept of blogging about products you may have been sent as freebies or paid to write about. I think I turned cynical,
My first reaction was that it proved my point about editorial independence. Then, I was going to cite traditional broadcast media. There are some rules there to ensure clear distinction between programme and advertising content.
However, when you think about it, how many morning DJs talk about having seen new blockbuster that’s not released yet? Many of them. And most of them went for free. You do not consciously think their opinion is biased.
Perhaps the online world is playing catch up with traditional media. And I can’t decide if that a good thing or not.
Maybe it’s sad that I cling to the notion that connected networks somehow empower people. I am not against the commercial web but weblogs are a great example of a (generally) positive use of the technology. When the marketers get involved it changes my expectations. It’s not a surprise but the next time somebody raves about something new won’t you question it (even a little bit)?
Is it possible to turn into a world-weary cynic in the space of two hours?
And now? Well, I stand by my thoughts that you should be clear about what you write. Blogging to me is the fulfilment of the web’s promise of personal publishing for everybody. But, of course, money always gets in the way and there’s nothing wrong with advertising online. After all, it’s what I do, isn’t it?